The Toronto media's goal nowadays is to knock the Leafs/Toronto so much to appeal to other fans.

In Toronto, if you like hockey you are either a Leafs fan or Leafs hater. Whichever team the hater likes usually comes second in interest. Maybe interest isn't the best word, but I can assure you a lot spend more time dumping on the Leafs than discussing their team. It's the main market that keeps guys like Simmons, Cox and Berger afloat.